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Ultimately, I helped implement the channel of LinkedIn Campaign Manager to the organization, supported the marketing team in allowing LinkedIn Campaign Manager is becoming the third-largest source of targeted leads for the organization. Over the span of 1 year the channel currently produced leads and requests for product demos at a competitive cost per lead of $289.00 CAD. Averaging around 100 leads generated per quarter, the pipeline generated for the company has been roughly $680,000 CAD.
Another challenge at Security Compass was to implement and elevate the usage of LinkedIn for demand generation, marketing qualified leads, and ensure this channel source generated leads that fit the overall campaign to sell SaaS products in the cybersecurity space. The channel was also monitored for the quality leads generated, how these leads behaved in a greater campaign, and the overall ROAS from the funnel campaigning built out into LinkedIn campaigns.
The process to establish a LinkedIn Campaign manager for the organization was as follows:
1. Consistently select, test, and launch educational content in cybersecurity that is aligned with the company product.
2. Ensure correct channel integration and lead attribution of leads into the greater campaign programs active in LinkedIn and with other channels.
3. Build out the full funnel with LinkedIn Campaign Manager by leveraging a variety of remarketing techniques, InMail's, and banner ads.
4. Assessed campaign effectiveness over time and ensured leads contributed to the company pipeline and adequate sales follow-up were conducted.
5. Over time, I also helped reduce average CPL, improved lead gen volumes, and maximized budgets in accordance with company pipeline goals.
Ultimately, I helped implement the channel of LinkedIn Campaign Manager to the organization, supported the marketing team in allowing LinkedIn Campaign Manager is becoming the third-largest source of targeted leads for the organization. Over the span of 1 year the channel currently produced leads and requests for product demos at a competitive cost per lead of $289.00 CAD. Averaging around 100 leads generated per quarter, the pipeline generated for the company has been roughly $680,000 CAD.
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